Download - Ppt of retail market strategy of pizza hut
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Name: Priyanka .D.velgekar Roll no. 55-2013
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Make it great!!!
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Introduction Type : wholly owned subsidiary of yum!
Founded : Wichita Kansas , USA 1958
Founder : Dan and Frank Carney
Slogan : MAKE IT GREAT
Franchise owner in India : Rajan Khilachand
in Goa Pizza Hut has 2 outlets (Cangulate,
Margao)
Upcoming project in Panjim .
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Logos
1958-1967 1967-1999
1999-PRESENT
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MISSION “To be the best pizza for every pizza occasion”
“ Alone we are delicious, Together we are YUM!”
We are P.E.A.R.L.S
PASSION for excellence in Doing everything.
EXECUTE with positive energy and need.
ACCOUNTABLE for growth in customer satisfaction.
RECOGNIZE the achievement of others and have fun doing it.
LISTEN and more importantly, respond to the voice of the customer.
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VISIONTo make the people know that for all
the eating items they desire to eat can be made available in minimum time without our effort excluding money.
To improve the well being of our customers, community and people connected to our enterprise. “RUN GREAT RESTURANTS”
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OBJECTIVEStheir goal is to reach 85% recognition of
the new product in their target market.
As with all businesses, the most
important goal of a company is to
increase revenue and profits.
Customer satisfaction is for most.
Practice what we preach: integrity, ethics
and open communication.
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SWOT Analysis StrengthsName recognition is the biggest
strength.Full service restaurants as well as
delivery service.Offers large variety of products to their
customers.Marketing of the company is also
another bigger strength of pizza hut.Good quality products at affordable
prices.
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weaknesses Dissatisfaction among loyal customers.
Higher overhead costs, due to restaurants.
Good quality and good service results in
high prices.
Lack of parking facilities is another
weakness.
They mostly operate in urban areas.
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opportunities can increase revenue with their new
innovative pizzas, new flavours and recipes.
They can also provide more attractive
environment.
They can offer discounts, offers and
coupons to acquire market share.
New online ordering system.
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threats
Increasing competition in the pizza industry.Rising prices of cheese Also faces competition from other
international restaurant chains like Kfc,Mc Donald's , dominos.
Local restaurants also provides pizzas at more affordable prices.
Even the grocery stores provide frozen pizzas and make-it-yourself pizzas.
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Growth strategies
ProductProduct
Target market
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Marketing strategies or 4 P’s of marketing
Product Price Promotionplace
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Marketing strategies
4 P’s of marketing Product PromotionPrice Place
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Price
Pizza hut has successfully used the
high /low pricing strategy when
setting the retail price of its products.
Pan pizzas start at just Rs 44/-
Pizza hut is using low price for meal
and expensive for high end.
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Promotion Advertising through
bill boards
TV ads
Pamphlets
Social media
Sales promotion
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Place outlets are Located in highly crowded
places.
34,000 outlets in 100 countries.
It calls itself a family restaurant rather than
young generation eating point.
The seats, couches are comfortable to seat.
Usually seen in airports & shopping malls.
Nice music is played at the back.
The bell- tradition of pizza hut.
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Location in India
Entered in 1996, opened its first
restaurant in Bangalore.
Not included all kinds of pizzas like
elsewhere.
Menu as per Indian customer.
Opened its 1st vegetarian
restaurant in Surat , Ahmadabad,
Mumbai Chow patty.
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Pizza hut STP in IndiaSTPSegmentation Targeting Positioning
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Segmentation Segmentation refers to identifying the
areas where people `have high disposable
income.
Pizza hut works on following segments
youth
Dual career families
Age group is 12-30 years.
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Types of segmentation
segmentation
geographic
Psychographic
behavioral
demographic
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targeting
Middle level and upper middle level
Based upon lifestyle, social life,
and spending behavior
Teenagers of school & collage freshmen.
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Positioning Pizza hut has done their positioning in
the target market by keeping in view two basic factors:
QualityFrequency ‘customer mania’ which makes
customers unique dining experience.
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Customer service
Differentiate in terms of needs & value to the
company .
Customer mania a kind of service.
Customization based on income groups,
income level, age & life style.
Provides products at affordable prices
Online ordering system
Hot line for complaint redressal.
Unique dinning experience .
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Referenceswww.investopedia
Business case studies
Economic times of India
Business insider journal
Visit to pizza hut Margao
Retail management by
Sujit Nayar
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Competitors of pizza hut
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